Lifestyle brand Camel active kicks off the second stage within its Asia expansion together with a new licensing partner for shoes in China.

The last few years have been a success story for Camel active in Asia that seems to continue throughout 2010: 160 new points-of-sale will be established in all major Asian markets by the end of this year, and the general trend is increasing. Hereby the focus is on expansion in China, where 140 new POS will be operated by licensing partners by the end of the year.

China is currently the key market in Asia for the lifestyle brand. At the end of 2009, CMLC Asia – headquartered in Kuala Lumpur and controlled by CMLC GmbH/Bielefeld (the mother company of the brand Camel active) – appointed Greiff International Trading Co., Ltd. /Xiamen, as new licensing partner for footwear. Greiff’s expansion of retail spaces for footwear is currently the essential growth factor for Camel active in China. With its strong sales network, the licensing partner plans to establish a total of 80 footwear-selling spaces in all major regions of China by the end of 2010.

In the apparel segment, licensing partner Tonywear is on the fast lane with three new stores and 38 recently opened shop-in-shops. Currently, Camel active apparel is sold at a total of 14 stores and 201 shop-in-shops in China.

Furthermore, growth prevails in all other key Asian markets as well: In Malaysia, two new Camel active stores and seven shop-in-shops were opened this year with the forecast for this year being 20 stores, 187 shop-in-shops. In Thailand, three stores and two shop-in-shops will be opened with the forecast for 2010 being 16 stores, 63 shop-in-shops. The Chinese market, however, is turning out to be the leader for the lifestyle brand: With all licensing partners, there will be 26 Camel active stores and 337 shop-in-shops in China by the end of 2010. The brand is also available in Brunei, Singapore, Indonesia, and, since 2010, in Taiwan as well.

The step-by-step expansion of Camel active accessory stores in Asia, which sell just shoes and/or bags and personal leather goods, is paying a further contribution to the positive retail development. “We’ve been a strong clothing brand in Asia already now for years. Now we’re working full force on making the most out of our brand potential for shoes and accessories,” comments Camel active Managing Director Eric Sperber on the developments in Asia.